Sony CES 2016 Press Conference: All you need to know

The Consumer Electronics Show 2016 is in full swing here at the Las Vegas Convention Center, and the TrustedReviews team is on-site, reporting live from the Sony Press Conference.

Kazuo Hirai, President and CEO at Sony, launched the conference, describing this year’s CES as “really thrilling”.

“The first driver of our future is all about choice,” Hirai explains, describing Sony’s three-pronged strategy for the future. “We’ve made a choice to make innovative products and services. We make it easier to do things that you want to do.”

“It’s also our choice not to solely pursue market share or scale in the mass market,” he continues. “This is a choice at Sony to stand out from the crowd, not simply to fit in. We’ve spent decades building a recognised brand that’s beloved, and that stands for something in your hearts and your minds.”

“We recognise that today all of you are exposed to more products and brands and content than ever before,” the CEO adds.

Hirai revealed that the remaining two prongs of Sony’s 2016 strategy are accepting challenges with future products, and embracing passion through technology.